The Press: Huff, Puff, POOF!

While McCall's and the Ladies' Home Journal, the amazons of the women's-magazine field, traded perfumed poison-pen letters last week over rival circulation claims (TIME, July 28), third-running Good Housekeeping poked fun at both. The Hearst monthly, with a 5,074,816 circulation (v. 6,857,677 for McCall's, 6,838,282 for the Journal), took space in two major newspapers to print a whimsical, seven-column "fable" with a pointed moral.

In sprightly line drawings, a baby toad happens upon an ox and rushes home to tell Mamma about its wondrous size. Proud of her own size and disdainful of "being outdone by any living creature," Mamma Toad puffs...

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